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Conference Paper: Moral Identity and Brand Anthropomorphism
| Title | Moral Identity and Brand Anthropomorphism |
|---|---|
| Authors | |
| Issue Date | 2017 |
| Publisher | Association for Consumer Research. The Journal's web site is located at https://www.acrwebsite.org/web/conferences/proceedings.aspx |
| Citation | 48th Annual Association for Consumer Research (ACR) North America Conference 2017, San Diego, California, 26-29 October 2017. In Advances in Consumer Research: North American Conference Proceedings, 2017, v. 45, p. 353-353 How to Cite? |
| Abstract | This research investigates the relationship between consumers’ moral identity and their preference for anthropomorphized brands. In three studies, we find that higher moral identity is consistently associated with greater preference for anthropomorphized (vs. nonanthropomorphized) brands. Higher moral identifiers’ perceptions of an anthropomorphized brand as being more 'human-like' mediates this effect. |
| Description | 4.5 New Perspectives on Anthropomorphism: Examining the Role of Anthropomorphism in Financial Decision-Making and Consumer Welfare - no. 3 |
| Persistent Identifier | http://hdl.handle.net/10722/243512 |
| ISSN | 2023 SCImago Journal Rankings: 0.133 |
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Levy, E | - |
| dc.contributor.author | Kim, S | - |
| dc.contributor.author | Reed II, A | - |
| dc.date.accessioned | 2017-08-25T02:55:48Z | - |
| dc.date.available | 2017-08-25T02:55:48Z | - |
| dc.date.issued | 2017 | - |
| dc.identifier.citation | 48th Annual Association for Consumer Research (ACR) North America Conference 2017, San Diego, California, 26-29 October 2017. In Advances in Consumer Research: North American Conference Proceedings, 2017, v. 45, p. 353-353 | - |
| dc.identifier.issn | 0098-9258 | - |
| dc.identifier.uri | http://hdl.handle.net/10722/243512 | - |
| dc.description | 4.5 New Perspectives on Anthropomorphism: Examining the Role of Anthropomorphism in Financial Decision-Making and Consumer Welfare - no. 3 | - |
| dc.description.abstract | This research investigates the relationship between consumers’ moral identity and their preference for anthropomorphized brands. In three studies, we find that higher moral identity is consistently associated with greater preference for anthropomorphized (vs. nonanthropomorphized) brands. Higher moral identifiers’ perceptions of an anthropomorphized brand as being more 'human-like' mediates this effect. | - |
| dc.language | eng | - |
| dc.publisher | Association for Consumer Research. The Journal's web site is located at https://www.acrwebsite.org/web/conferences/proceedings.aspx | - |
| dc.relation.ispartof | Advances in Consumer Research | - |
| dc.relation.ispartof | Association for Consumer Research (ACR) North America Conference 2017 | - |
| dc.title | Moral Identity and Brand Anthropomorphism | - |
| dc.type | Conference_Paper | - |
| dc.identifier.email | Kim, S: sarakim@hku.hk | - |
| dc.identifier.authority | Kim, S=rp01613 | - |
| dc.identifier.hkuros | 275144 | - |
| dc.identifier.volume | 45 | - |
| dc.identifier.spage | 353 | - |
| dc.identifier.epage | 353 | - |
| dc.publisher.place | United States | - |
| dc.identifier.issnl | 0098-9258 | - |